Trust in brands among Britain’s shoppers has risen to the highest level for a year despite consumer confidence remaining weak, new research reveals.

More than one in three (35%) shoppers said it was very important that the food and groceries they buy had been “made by a company that specialises in that product”, according to the IGD ShopperTrack. Similarly, 33% said it was very important that the products they bought were “made by a well-known company”.

Joanne Denney-Finch, chief executive of IGD, said: “This strong level of support for brands is the highest it has been since we started tracking shopper sentiment on a monthly basis almost a year ago.

“During these uncertain times a third of shoppers are returning to the food and grocery products they know best and are seeking comfort in brands they have grown up with. They are looking for brands that they trust to deliver quality, value, and reliability.

“Even though people are facing a squeeze on incomes, when it comes to their food and groceries they’re not just focusing on price. Quality is still important to shoppers, but this might come at the expense of spending on other items, such as restaurants.”